At Wednesday morning’s keynote presentation during the LUXURY show, Martha Stewart Weddings editorial director Darcy Miller shared 10 key insights into the Martha Stewart bride.
Citing the brand’s recently released Martha Stewart Weddings Proprietary Jewelry Insights Study 2012, Miller told attendees that 77 percent of brides reading MSW researched and shopped for rings pre-engagement, 73 percent received the exact ring she wanted, and 52 percent of grooms purchased the ring at a local jewelry store.
Since the wedding-themed magazine has begun attending JCK—this is the third year MSW has addressed attendees—it has witnessed a few key changes in soon-to-be-married couples’ behaviors: “The most significant change in data is that since more couples are living together before the engagement ring is purchased, the bride is more involved in the ring selection, as opposed to just hinting at what she wants,” Miller explained to JCK post-presentation. In fact, 58 percent of MSW brides live with their future husbands prior to engagements.
Additionally, while brides continue to research purchases in magazines and online, most still go to a brick-and-mortar store to buy their rings. Miller encouraged retailers to help couples “build on all the celebrations” of their lives—from the engagement ring through push presents—by offering jewelry styling assistance during dress fittings (e.g., bringing pieces to the store) and more. “The way the bride wears her hair that day influences her jewelry,” said Miller. “Offer to bring a couple of pairs of earrings to the salon. Find out dress neckline and embellishments in order to suggest appropriate jewelry.”